Replace Procedural Habits with Innovative Habits

Replace Procedural Habits with Innovative Habits

By Mile Brujic, OD

At our practice, we welcome presbyopic patients because we believe we can provide them with excellent near, intermediate and distance vision, given the technology at our disposal.

This wasn’t always the case. Recently, innovative multifocal contact lens designs became available that provide high levels of success in both vision and comfort. However, through an assessment of our behavior, we found that we had established habits in processing patients that promoted efficiency and organization at the expense of letting our patients know their full options for presbyopic correction.

Often, presbyopic patients come into our practice believing that they have limited options when it comes to vision correction. Many presbyopes who are new to our practice aren’t even aware of multifocal contact lenses designed to provide excellent near, intermediate and distance vision. Time after time, we bypass opportunities to initiate discussions regarding innovations in product technology to our patients, or we simply assume that these patients are satisfied with their current vision correction.

A recent survey among current wearers of multifocal contact lenses shows that, nearly half the time, it is the patient, and not the eyecare professional, who initiates a conversation about multifocal contact lenses.

A few years ago, I came to the realization that our office wasn’t doing an effective enough job explaining all of the various options to our presbyopic patients. What held us back were habits designed to efficiently process patients through their office visit, but which limited presentation opportunities to address our patients’ changing lifestyle and vision needs.

Our practice uses an electronic health record system that categorizes a patient as an “NP” (new patient) or “EP” (established patient). The system further categorizes a contact lens wearer as a “CL.” So, if we saw “EP” on a presbyopic patient’s chart, with no “CL,” we simply assumed they had no interest in contact lenses. Further, if we saw “CL” on the patient’s chart and all appeared “fine,” we assumed the patient was not interested in an opportunity for an improved outcome.

Creating labels created habits. Our habits shortened wait times and exam times, and patients appeared to leave satisfied with their vision correction. But could we give them something better?

Breaking the habit loop

We could, if we broke this habit loop. In this habit loop (see top illustration below), the cue to our habit was categorization at intake, and the routine was to confirm that all was “fine” with the current status of the patient. The reward was an efficient patient journey through our office—but did we meet the needs of the patient if we failed to present a full range of vision correction options?

This point was driven home when I was examining an “EP” patient and, at the conclusion of the exam, I asked if they had any questions. I was totally unprepared when they said, “Yes. Can I wear contact lenses?”

This patient’s simple question made me realize I had subconsciously gotten into a habit routine of assuming patients were happy with what we were prescribing them.

Establishing more satisfying habits

Being efficient and staying on time can be a powerful reward in the day-to-day operations of a practice. However, analyzing our routines and adjusting rewards (see bottom illustration above) helped to move our office to a more satisfying place. By adjusting the reward to address the patient’s lifestyle and vision needs, we analyzed our routines for both “EP” and “CL” patients. Then we made plans to change routines to deliver more satisfying rewards. By changing some of our firmly established habits, our practice team has become more proactive at offering innovations in contact lenses to both “EP” and “CL” patients.

Understand lifestyles and motivations. We shouldn’t make presumptions about presbyopes. If they only wear eyeglasses, be open to presenting today’s innovations in multifocal contact lenses as an option that will fit their lifestyle. Prospective wearers believe that multifocal contact lenses are better for physically active people, make a person look younger, and allow a person to age gracefully (see chart below). By understanding the perspectives of “EP” wearers and the individual lifestyles of the patient, we improved communications that connect with motivations for a patient’s vision correction. Our office team is geared to engage presbyopic patients in conversations about their lifestyle and the functionality of their current vision correction. In addition, we actively integrate discussions of innovative technology such as 3-Zone Progressive™ design multifocal contact lenses that we have found deliver exceptional results for theactive lifestyles of presbyopic patients.

In the course of changing our habits, we have gone beyond our initial efficiency goals and believe we are raising the level of care we provide and improving the satisfaction level of our patients. By increasing opportunities to discuss innovative technology,we find we are doing a better job of meeting the lifestyle and vision needs of our patients—and that, we find, is highly satisfying to both our patients and our practice.

CHANGE IN MINDSET

A habit of categorizing patients at intake by presumed vision correction method was designed to help overall efficiency (by reducing exam time). On re-examination, it was clear that this step limited discussion of the best and most innovative options to correct the patient’s vision and serve their needs, particularly for non-contact lens-wearing presbyopes.

INNOVATIVE ACTIONS

In the course of the patient visit, we stopped looking to confirm that vision was “fine” and began asking questions about vision and lifestyle needs. Then we began to explore how to provide the “best options” to fully serve those needs.

Evaluate Your Habits. Don’t make assumptions about presbyopes, based on their previous vision solutions. Spectacle lens wearers can benefit from multifocal contact lenses, particularly if they align with their lifestyle needs.

Present patients with innovative options. Presbyopes may assume that their vision precludes them from wearing contact lenses. As the technology available continues to improve, educate patients on innovative contact lens designs to make sure you are addressing their ever-changing vision needs.

Explore digital device use. Use of digital devices by presbyopic patients is growing. Ask patients about their device use and if they experience blurry, fluctuating vision, dryness and/or eye strain. Innovative multifocal designs may enhance patients’ visual experiences when they are working on computers and using handheld devices such as smartphones and tablets.

MEASURABLE CHANGE

We are prescribing more multifocal contact lenses to our presbyopic patients by being proactive. If a presbyope is a candidate for contact lenses, we explain how contact lenses can complement their lifestyle, and we describe the multifocal contact lens technology and its benefits. We want our patients to be fully satisfied with the care they receive and to feel that our practice provides innovative products to meet their evolving visual needs.